Chris Milk, CEO of Within and VR fitness app Supernatural, was the keynote speaker in NY:LON Connect’s fitness and wellbeing track yesterday. He talked about how Supernatural’s catalogue of licensed music is opening people up to new genres.

“Many members just do whatever the new workout is in the morning, regardless of what the genre is,” he said. “From people that strictly listen to EDM discovering 70s punk rock, to old-school classic rockers discovering The Weeknd and Ariana Grande… It’s uniquely different to hearing a new genre of music on the radio and easily dismissing it as ‘that’s not my genre’, to committing to doing a workout of 20, 30, 40 minutes, all of a genre that you don’t normally listen to,” he continued. “We’re essentially programming your brain to enjoy dancing to other types of genres of music than the music that you might have enjoyed!”

Milk also said Supernatural is keen to develop workouts based entirely on individual artists, in partnership with those musicians and their rightsholders. We’ll have a full writeup of his keynote in our NY:LON Connect recap report next week.

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Stuart Dredge

Music Ally's Head of Insight

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